Oakley Announces Fives 3.0 Release


First 2006 Sunglass Release Continues Evolution of Top Seller

Oakley, Inc. (NYSE: OO) today announced the release of FIVES® 3.0, the latest milestone in the compani’s thirty-year legacy of blending science with art. Featuring a complete style update to the company’s highly successful sunglasses originally launched in 1997, FIVES® 3.0 represents the first release of the company’s 2006 sunglass line.

“With an unbelievable three million pairs sold and having been a top-five seller every year since its creation, the challenge in creating the next generation of FIVES® was keeping the fashion, fit and performance of a true Oakley original intact” said Oakley President Colin Baden “Representing the launch of our 2006 sunglass line, FIVES® 3.0 not only continues the evolution of this popular model, yet does it at an attractive price point with no compromise on the benefits of Oakley’s High Definition Optics™ (HDO).”

Baden concluded, “Building on the successful straight-edged design language used in our 2005 models, FIVES® 3.0 are optimized for everyday fashion with a performanc-edged style you can wear anywhere”

Oakley’s High Definition Optics™ (HDO) is the company’s performance technology architecture that includes optical clarity, impact resistance and harmful light protection well above industry standards. With patented XYZ Optics®, the new FIVE® 3.0 eyewear maintains optical clarity at all angles of vision across the entire surface of the lens contours and has architecture which maximizes peripheral vision and impact, sun and wind. Protection is further optimized by frame materials and architecture which maintains impact resistance that meets ANSI Z87.1 standards. FIVES® 3.0’s Plutonite® lens material filters out 100 percent of all UVA, UVB, UVC and harmful blue light up to 400 nm, and because the filtering is inherent to the lens material, it cannot be scratched off like the coatings of conventional sunglasses.

FIVES® 3.0 offers the durability and all-day comfort of lightweight O Matter® frame material. Design features include sculpturally integrated hinges and accents of true metal icons. The frame is engineered with Oakley’s Three-Point Fit to maximize comfort while retaining the lenses in precise optical alignment.

Options for FIVES® 3.0 include Iridium® lens coatings that minimize glare and tune the transmission of light for any environment. Models will also be available with Oakley polarized lenses. Unlike conventional polarized lenses manufactured with techniques that can lead to haze and optical distortion, Oakley utilizes a proprietary injection-molding process that fully encapsulates the polarizing filter, infusing it with lens material at the molecular level. This achieves the highest possible degree of clarity and performance. In addition to these optional features, FIVES® 3.0 can be fitted with prescription lenses.

Part #
Frame Color
Lens Color

Polished Black

Brown Smoke
Dark Bronze

Dark Grey
Black Iridium®

Crystal Blue
Black Iridium®

Brown Tortoise
Bronze Polarized

Crystal Black
Black Iridium® Polarized


Staff Writer


October 28, 2005